Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a Call below to fix and scale your ads

Helping B2B SaaS marketers turn Google Ads into a predictable source of high-intent demo requests and pipeline opportunities with a 90-day Google Ads Growth Sprint.

We build and execute Google Ads strategies designed to drive measurable pipeline impact for B2B SaaS companies. 

Results for our clients:
- Generated $1,65 in pipeline from Paid Search campaigns in 12 months
- Scaled Google Ads from 0 to 30+ demo requests a month in 6 months
- Generated $100k in the Pipeline in 2 months with 5k/month in Paid Search
- Improved conversion rate from 0.3% to 2.25% and reduced CPA by 83%
- Scaled Paid Search from 10k to 20k/month and generated 200k in pipeline in first month

If you’re a B2B SaaS founder or marketing lead spending $20K+/month and want to cut wasted spend and scale pipeline in 90 days, book a call or send me a DM.

Roman Krs

Helping B2B SaaS to increase demo requests that convert to a pipeline with Paid Search and Paid Social.

I work as an extension of your marketing team and build and execute your Paid Ads strategy that generates more high-intent demos with a proven framework implemented for multiple B2B SaaS companies.

So If you are a marketing lead in B2B SaaS and want to learn more, DM me and we can chat.

Google Ads for B2B SaaS companies | Founder at Grouts Online | Book a call to cut wasted spend & scale pipeline → best for $20K+/mo budgets

Most Google Ads problems in B2B SaaS are not caused by a lack of testing.

They are structure problems.

When performance feels unstable, hard to scale, or disconnected from pipeline, the root cause is usually how the account is built, not which lever you pull this week.

What a strong Google Ads structure actually looks like:

1. Clean campaign and keyword structure

Campaigns are built around intent, not everything in the category. 

High-intent + generic, competitor, and brand are segmented so each can be managed differently.

2. Proper match types, negatives, and exclusions

- Exact and phrase are used and managed deliberately, not treated as a single “best practice”
- Negatives remove irrelevant and low-intent traffic
- Exclusions are cautious, not aggressive.

3. Smarter bidding and budget consolidation

- Budgets are concentrated where data exist. 
- No micro-campaigns starving the conversions with low spend
- Enough volume per campaign for smart bidding to actually learn.

4. Strong high-intent keyword coverage

Core commercial searches are fully covered before chasing expansion.

If you don't convert high-intent demand, nothing else will, either.

5. Demand Gen and YouTube for incremental reach

Used to support search, not replace it.

Built around known audiences, not broad targeting.

6. Ad copy built for intent and relevance. 

Matches the search and clearly communicates the offer.

7. Landing page message match and conversion flow fixes

The page aligns with the search intent. One primary action. Minimal friction.

8. Tracking, offline conversions, and CRM alignment

- Tracking aligned with real business outcomes
- Integrated with CRM stages
- No broken tracking or misleading signals

9. Reporting that connects MQL → SQL → Opportunity → Revenue

So decisions are based on impact, not top-of-funnel noise.


When the structure is right, optimization becomes less chaotic.

Fewer changes.
Better decisions.
Predictable results.

Most teams don’t need more tactics.

They need a system that lets Google Ads do what it does best.

And removes everything that gets in the way.

If you’re spending $15K+/month on Google Ads trying to scale and sending traffic to the homepage, it’ll waste your budget.


Usually, you can start with search campaigns pointing to the homepage, with LPs as “later”. 

It helps you generate data and conversions, but it soon reaches its limit.


And at that stage, you don't need more budget, keywords, tactics, or tricks. 

You've identified proven segments. And now you can further narrow down with fewer keywords and landing pages built for intent.


After you scaled up the budget to 10-15k/month and have historical data, you can:

- Identify segments with top spend and conversions
- Pause underperforming ad groups and keywords
- Shortlist ad groups with the best performance 
- Prioritize landing pages to create

You don't need to create an LP for every keyword.
 

Start with the highest-volume groups to track impact, and build and prove the structure and messaging.

Then, based on the learnings, apply them to the rest of the account.


PS: Speed matters, don't spend months creating a perfect landing page, but create the first version and iterate.

I’m spending less time in ad accounts and getting better results.

It’s been one of my biggest learnings last year.


Less time: 
- tweaking bids and keywords.
- reacting to short-term fluctuations.
- “optimizing” and “testing” low-impact things 

More time on:
- upfront on structure
- tracking and signals
- landing page and the offer


When those foundations are right, the account doesn’t need constant attention.


Performance compounds when the system is clear.

It breaks when it constantly needs fixing.


Spending hours inside the platform feels productive.

And most of the time, it’s just an activity.


The real leverage came from stepping back, evaluating the strategy and funnel, and touching the account less.


Less action. Better decisions. More consistent results.

Sometimes the best optimization is not opening the account at all.

Once you rely on the Google Ads algorithm more and more, every account change creates more mess.

That’s the tradeoff of automation.

When an account is well trained on smart bidding, match types, and consolidated structures, it becomes highly sensitive to change.

What used to be “small optimizations” suddenly break performance.

I’ve seen this pattern repeatedly.

A campaign runs predictably. Conversions are flowing. Bidding is stable.

Then you tweak budgets, keywords, or even exclusions, and performance drops.

Not because the change was wrong, but because the system has to relearn again.

In highly automated accounts:
- Budget changes disrupt stability
- Large or frequent keyword changes reset learning
- Aggressive exclusions can block relevant signals
- Constant tweaks break momentum and never fully recover

And not talking about when the tracking breaks, creating disaster.

The more you rely on the algorithm, the more planning matters.

You don’t optimize by reacting. You optimize by deciding what not to touch and when.

That’s why mature accounts operate differently:
- Fewer changes
- Each change is planned
- Time is given for learning


Stable performance is an asset and you should avoid to breaking it.

Once the system is working, your role shifts from fixing to protecting what already works.

And doing less becomes the hardest, and most valuable, skill.

Last year, I wanted to do everything at once.

The goal was around new offers, better delivery, sales, systems, and people.

And I achieved almost nothing.


Not because I lacked discipline or ideas.

But because my life wasn’t designed to support that pace.


My days were fragmented.

Important but not urgent work happened in low-energy gaps between client work.

There was no protected time for deep work or real progress.


So everything moved slowly. And most things didn’t move at all.

I felt busy, but stuck.


In the middle of the year, I realized the problem wasn’t effort. It was a focus. So I changed the approach

Instead of chasing progress everywhere, I narrowed the focus to three things:

- One core service
- Reduce time & cut busy work
- Build delivery and ops foundations

This clarified the direction I want to have this year.

- Build more efficient systems for ops and service delivery
- Improve productivity without sacrificing freedom
- Prepare for stronger growth next year

Nothing else gets priority.


So the work can fit into a life that sometimes breaks momentum.


The lesson for me was simple:

Ambition without personal stability creates frustration.

Focus only works when your life is designed to support it.

Doing less, intentionally, is what finally started moving things forward.

Here’s a simple process I use to reverse-engineer a competitor’s Google Ads setup.


Competitor analysis isn’t about copying. It helps you decide which direction to take and which to avoid.


1/ Keywords

Use tools like SpyFu or Semrush to extract keyword data.

It’s not exact, but it’s directionally useful.

Use AI to categorize it into brand/non-brand structure and keyword topics.

This quickly shows how competitors could structure campaigns


2/ Ad messaging

Use Google’s Ad Transparency Center to extract all active search ads.

You can:
- Screenshot ads or export them
- Ask AI to turn them into a clean table
- Analyze angles, offers, CTAs, and positioning
- Have AI guess likely keywords from headlines. Surprisingly useful

This reveals what messaging they’re running and what they target.


3/ URL

SpyFu and Semrush also surface destination URLs.

Extract them and analyze:
- Which pages map to which keyword themes
- Patterns in messaging, layout, and offers
- Whether they’re using dedicated pages or generic ones


4/ UTMs and structure

Most tools don’t show full URLs with UTMs.

This part is manual:
- Search observed keywords directly
- Capture live ads and landing pages
- Copy UTM patterns and URL structure
- Ask AI to reconstruct the ad setup in table form

This helps you understand campaign logic and segmentation.


This gives you a high-level view of your competitors’ strategy.

From there, you can go deeper on any layer. Keywords, ads, pages, or offers.


The data isn't perfect, but it gives insights into potential opportunities for your own structure, messaging, and offers.


Curious how others approach competitor analysis in paid search.

What do you analyze beyond this?

The path from €0 to €100k/month in B2B SaaS Google Ads is not linear.

What works at €5k/month will slow you down at €25k.

And what gets you to €25k often breaks at €50k+.


Each stage has different constraints, different signals, and a different structure.

And trying to apply tactics too early usually doesn’t work.

It slows learning, creates noise, and hides the real bottleneck.


Here’s how the journey typically changes.

1. €0 to €10k/month

The goal is learning, not efficiency.

- Simple structure
- Few campaigns and clear intent
- Early conversion actions and leading indicators
- Collecting enough data to understand what might work.

Overengineering here only limits data collection and budget allocation.

2. €10k to €30k/month

The goal is controlled expansion.

- Scale what already works with existing structure
- Test new topics in the same category
- Increase budgets where limited
- Start fixing uncovered funnel issues

Most mistakes here come from scaling too many things at once or restructuring too early.

3. €30k to €100k/month

The goal is long term predictability.

- Rebuild structure for scale
- Consolidate where possible
- Expand geos and tactics carefully
- Shift more focus to bottom-line impact and pipeline
- Tighten tracking and CRM alignment

What got you here won’t keep working unless the foundations evolve.


Two important realities often get missed:
- Each stage takes a different amount of time before you break through
- Some categories have lower ceilings due to volume.

Scaling isn’t about forcing the next level to scale indefinitely.

It’s about identifying the current constraint, fixing it, and not applying solutions meant for a later stage.

Progress comes from adapting to where you are, not rushing to where you want to be, because it could get you stuck.

Biggest waste in B2B Ads?


No agreement on what a marketing “lead” actually is and how it’s handled.

If marketing and sales don’t share a clear definition and expectations, paid ads will always disappoint someone.


There needs to be a simple SLA between marketing and sales.

Not bureaucracy. Alignment.

So leads from ads are taken seriously, and there’s a real feedback loop.


A few things that massively improve paid performance:
- Leads are followed up on quickly. This has the biggest impact.
- Sales stages are updated correctly. This feeds both the reporting and the algorithm.
- Even when quality is poor, there is feedback. Not silence.
- Attribution stays simple. No internal fighting over credit.


Marketing and sales have the same goal.

Early lead quality is rarely perfect. That’s normal.

With collaboration, it improves over time and benefits both teams.


And that’s what makes the investment in ads actually worth it.

The search in 2025 has changed, and the change will continue this year.

But Google Ads is here to stay.


Here are 3 key trends in Google Ads that change how you use the platform: 

1. Some segments are seeing increased demand while others are stagnating or declining. Google is adapting by incorporating AI features into its ad placements to protect the Google Ads business.

2. Searches are still continuing, but the customer journey is becoming more complex. This makes it harder to attribute the final conversion to the initial search. 

3. Users are doing more research steps before converting, and the messaging and offers will need to be more tailored to address users doing a research-heavy buying process. Companies with brand recognition benefit significantly.


Some changes are slow, but they are happening.

It still works, but demand, competition, and algorithms are constantly changing.

What worked before can stop working, so you need to keep adapting and testing.


Based on the past year, where do you see things heading?

In 2026, the goal is simple. Keep improving.

Sometimes faster. Sometimes slower.

Depending on what life allows.


Instead of chasing something new, I’ll focus on doing things better.

Because with something new, you often end up in the same place. Just later.

Real progress comes from solving the problems you keep avoiding.


It will likely take longer, be harder than expected, and feel boring.

But without doing it, I’ll always hit the same ceiling or bottleneck.


So this year’s resolution isn’t to add more things. It’s to remove, simplify, and optimize.

Step by step. Improving the skills I actually need to grow.


What’s your focus this year. Big changes, or consistent growth?

The first week has passed.

And the results in B2B SaaS are mixed. 


The market is starting to wake up, but demand is still soft.

That’s typical at the beginning of the year.


In the coming weeks, this will change.


Here are trends that I observed in the past 4 years:

1/ Demand will increase. With it, your spend pacing will rise as well. Plan for it and don’t panic.

2/ Performance will ramp up. Use this period to set the tone and start building pipeline for the rest of the year.

3/ Toward the end of the month or early next month, competition will increase and begin to impact performance.

Those who prepared last month will benefit the most. They’ll find it easier to hit Q1 goals and lay the foundation for a strong Q4.


Others will need to catch up.

Google Ads attribution in B2B is getting messier.

- More steps in the buying journey
- Longer research cycles
- Fewer direct actions
- Less urgency to talk to sales

What used to be mostly direct response has moved higher up the funnel.

That changes the role of Google Ads.

It changes:
- how you use the channel
- what offers actually work
- how you evaluate performance
- and how you manage the account

The algorithm is now far more sensitive to the data and changes it receives.


Google Ads is no longer just a conversion engine.

It’s an intent capture layer inside a much larger buyer journey.


And this will only accelerate with more AI-driven research, competition, and self-education.


Teams that still expect clean last-click attribution and instant demos will feel increasingly frustrated.

Teams that adapt structure, signals, and measurement to this reality will compound results over time.


The channel didn’t get worse. The job just got more complex.


What trends are you seeing in search, and how are you adapting to them right now?

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